Women’s Affordable Activewear Company Joins the Proven Family

There are two words to describe Marissa Whalen: passionate and driven.

Marissa always had an entrepreneurial urge and wanted to start her own business… she was just waiting for the right opportunity. The idea for Little Movements started when Marissa and her friend, Lyndsey Haag, were looking for affordable, quality athletic wear and realized this task was much harder than originally thought. The two decided to take a leap of faith and founded Little Movements in November of 2018.

Little Movements is an e-commerce website with the simple mission of bringing women affordable activewear that gives them the confidence to move daily. The brand gained traction quickly, developing a loyal customer base as well as a community of women that support each other as they strive towards active positivity.

Marissa has decided to take Little Movements to the next level, scaling the company by expanding their product line and growing the customer base outside of the Midwest.  

“We are striving for this ‘girl power’ type of community,” shared Marissa, “So, we are really cheering the women next to us on, trying to build this super inclusive community, while also selling affordable activewear.”

Little Movements recently launched a new product line: CORE.

CORE was created to take the mission of Little Movements further by solving common clothing issues for women. Through surveying customers, it was made clear that the first product had to address removable padding in sport bras. Equipped with this information, the Little Movements team got to work – creating the perfect sport bra that launched in November 2022. The team is now on to their next product!

“Marissa is an impressive founder. She understands her customer and the gap she is filling in the market, and applies that against actionable steps that consistently delivers results,” shared Proven Ventures General Partner Erica Wassinger, “Proven Ventures is excited to join Marissa’s team as she scales Little Movements!”

To learn more about Little Movements, please visit littlemovementsapparel.com.